The 5 Coolest Things We Saw At the AXE Collective + Crew Powered By SPIN Showcase

We Witnessed This Amazing Artist Perform His Magic At The SXSW AXE + Crew Showcase (Hint: He's A Legend)

Nothing is off the beaten path at SXSW. Everything in Austin is fair game, for the taking, open for interpretation, and yes, stockpiled with free drinks. We canvassed the city for over a week partaking in the highs, lows, and wavering middle ground that each exhausting yet vindicating day offers. Thursday, though, we needed not plan much of our day as for the second year, the AXE Collection + Crew Powered by SPIN would delightfully fill much of our day.

This did away with enormous amounts of confusion and stress, which often leads to huddled braintrust, each with their phone in both hands positioned acutely towards their faces, holding up a corner plotting their next move. That’s what SXSW looks and feels like; a digital overload angling not necessarily for something good, but something generally FOMO-worthy. But for the few hours we spent at The Belmont for the AXE Collective, those in attendance causally and seamlessly, took their cool off.

The Belmont boasts an airy sophistication, layered in two levels with separate rooms in each. The open air venue positions its stage on the ground floor, while the terrace up top looks down upon it. The place was packed to the gills with all kinds of partygoers, inhibitions removed, comfort levels high, and open to anything, preferably a good time. We tallied the five coolest things we saw at the AXE Collective. We think you'll agree.

The AXE Advanced Collection

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So, one of the many great things about SXSW is the freeness of it all. And you can take that anyway you'd like. In this case, though, we're speaking more in terms of tangible items.

Highlighting three different grooming lines with updated technologies and unique specifications for men, the AXE Advanced Collection was on hand, for free, for all in attendance to sample. Somewhat of a 2.0 version of the initial AXE Collective that launched back in January, the premium grooming collection was the cherry on top of an already highly entertaining showcase.

Sea of Green

Thursday's festivities just so happened to coincide with the greenest holiday not named 4/20, St. Patricks Day. This, of course, played a large role in the lack of inhibitions throughout the duration of the event. In true Irish fashion, patrons drank, and then drank some more. Most came decked out in their greenest of green tones, from tops to bottoms, and in one young lady's case, a Tinkerbell skirt. She was undoubtedly a Find Your Magic candidate, which serves as the campaign slogan for the event. It was almost too fitting.

Rae Sremmurd

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SXSW, in its latter years, has grown exceedingly more youthful. And nothing personifies adolescent enthusiasm like Rae Sremmurd. The Mississippi-born duo consisting of Swae Lee and Slim Jxmmi forcefully moved the feverish crowd with infectious songs like "No Flex Zone," "No Type" and "Come Get Her." Their energy and catchy song writing (Swae Lee co-wrote Beyonce's "Formation") ensured much of their set resembled something like a live, sing-along karaoke session.

AXE Collective Artists

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At its very essence, SXSW is truly about discovering new and emerging talent. The festival, decades before Austin become a pop culture hub, was a grassroots showcase for local artists and unknowns from uncharted regions. That spirit remains a focal point with showcases like this one, and the Axe Collective Artists. This was undoubtedly the most exciting portion of the show.

Mentored by John Legend and backed by SPIN, talented crooner Jack Freeman shined bright with a voice that echoed through The Belmont and down the west end of Austin's famed Sixth street. Spec, dressed in all black with accenting beige guitar, admitted his nervousness but performed as if he had not one timid bone in his body. Korbyn Rachael and Roni Marsalis each wowed with an eclectic set matching their adoring personalities. Timothy Wilkins, too, made the most of his time with a powerful performance.

John Legend, Duh

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The man of the hour, John Legend, put on a riveting show that hails as one of his best we've seen. Prior to John taking his seat at the noir baby grand perched at the corner of the stage, the crowd was excitable, pulsating, ready to explode. I just remember it being extremely loud, whether I was inside or out. But the moment he sat, dressed in all-black with matching leather jacket and black and white trainers, the crowd of several hundred fell silent and remained that way until he belted his first note. Legend soothingly cruised through songs like "Ordinary People, "Made to Love," "All of Me" and a fitting, St. Paddy's Day acoustic rendition of "Green Light." He'd often pause on a note, look back to the crowd in Stevie Wonder fashion, for them to sing in key for him. Those moments, completely improvisational and perfect, make the magic that is SXSW.